In an effort to build business and loyalty among customers, agencies have found that diversification among product offerings has become essential. Offering clients a “one-stop shop” of products and services that meet varying needs has become a comprehensive strategy for increasing profitability among all business entities. When agencies execute a comprehensive strategy, a tighter bond is formed with the client. Typical advertising agencies do not have the resources to provide all of the solutions that their clients require and therefore use third party “white labeled” systems as a way of integrating multiple platforms under the same branding. Many software companies allow agencies to white label their service so that it appears as their own. By doing this, agencies are able to provide an interface where all analytics that are provided are being done so by the third party, but are branded as if they are coming from the agency.
What do clients need from an agency? Agencies sell their services based on what a potential client needs at a particular point in time, such as their design services, development, creative, etc. But as a web presence has becomes essential from all brands, clients realize that they need to be driving online traffic to their website organically or with the help of a pay-per-click campaign. Over time agencies have learned that the use of third party analytics tools, and the associated data, are a necessity as they allow them to quickly and effectively validate the effectiveness of online marketing campaigns to their clients. As an agency, it is important to focus on a clients’ long term expected needs as well as their lifetime value to your business, in order to create a mutually profitable relationship.
How do we help agencies? When clients decide to take advantage of an agency’s advanced services, there becomes a need for agencies to justify the increased spending that occurs as a result. With our service agencies are able to track and measure the effectiveness of their online advertising and the offline phone call conversion that happens as a result. For clients that have a web presence, but convert primarily over the phone, this is an essential correlation to make. White-labeling allows agencies to provide the metrics necessary in order to make an effective decision when it comes to how much is spent on marketing. For an agency, the ability to choose the right third party platforms for their clients is critical and is the difference between being seen as an indispensible partner for success or just another line item on a budget.
Clients rely on agencies to become thought leaders and trusted partners that are necessary for bringing new ideas, fresh perspectives and useful technologies to the table that are essential for growing a business. By becoming a strategic partner to agencies, we are able to help them directly measure the success of their initiatives as well as create long term and valuable client partnerships.
Interested in finding out more about how our technologies work and how we are best utilized as a partner? Contact us today!